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The Lowdown



Nov. 28, 2008 Post

Here's the The Lowdown from DNJournal.com! Updated daily to fill you in on the latest buzz going around the domain name industry!

Compiled by Ron Jackson
(DN Journal Editor/Publisher)
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I hope all of our U.S. readers had a happy Thankgiving Day Thursday.  Many are enjoying another day off today as the holiday has morphed into a four-day weekend for most American office workers over the years. In the midst of a meltdown in the general economy, here is still another reason for those of us in the domain business to be thankful - the continuing growth of the online advertising market. 

If you don't read the news carefully you might not even know that the online ad market is indeed continuing to grow and it continues to outperform all other major forms of media. It would be easy to get the opposite impression from a lot of recent press reports that stress the gloom and doom angle, even in areas where there is a ray of sunshine. I saw a perfect example of this earlier this week in a news wire story headlined "Forecaster lops 10 pct off 2009 online ad estimate."  The story goes on to talk about similar decreases in estimates for various online ad categories. Not a decrease in dollars spent mind you, a decrease in the estimates of how much the market would GROW next year. 

Is the sky really falling? 
Online ad spending is expected to 
set another new record in 2009.

You don't find out until the very end of the article that actual online search ad spending is still expected to shoot up a healthy 9% next year. In this economy how many sectors are expecting a near double digit rate of growth in 2009? If you have just one hand free you can probably count all of them on your fingers. Yes, before the Wall Street meltdown in September the estimates were for higher growth. Duh! Obviously a cataclysmic event like that will slow the growth rate of just about everything and for many industries it is proving to be a knockout blow, but not this one. Online ad sales continue to increase.

What do domainers and Britney Spears 
have in common? They've both been getting
a closer shave than they should be getting.

It is true that a lot of domainers would never know it from their dramatically declining PPC rates, an anomaly I still haven't seen a plausible excuse for. More ad dollars get spent on search quarter after quarter but your share gets sliced thinner and thinner. Obviously there is something wrong with this picture. However with zero transparency in the PPC space it's impossible to know who's hands are in your pockets. 

My guess is that it starts at the top with Google and Yahoo. All the more reason for domain owners to continue seeking ways to eliminate dependence on those two search giants. I was heartened to hear that the entire focus of the next DOMAINfest 

Global conference Jan. 28-30 in Hollywood, California will be about ways to build out your domains. Smart move as that is a subject that couldn't be more timely.

To end on a brighter note, Katie Wheat, the daughter of Wayne Wheat (the very capable auctioneer who has been directing Moniker's recent live domain auctions) has a new CD out

as well as a new music video on YouTube. You can get all of the details at KatieWheat.com (Wayne has obviously been teaching her well when it comes to the importance of having the right domain name!). You can order the CD from Katie's web site or head to her MySpace professional page to sample some of the tunes first. Her first single, "Supa Gyrl" is also available on iTunes (just do a search for Katie Wheat). 

Katie, who is just 15 years old, has a very contemporary pop sound and there's a good chance this young lady is going to make some big waves in the months and years ahead (as a former radio DJ and owner of several record stores, I really appreciate this kind of upcoming talent).
(Posted Nov. 28, 2008)


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